The purpose of this article is to establish the reasons for the relevance of the study of intangible assets of technology companies. According to estimates of various consulting companies («Interbrand», «Forbes», «Brand Finance», «Kantar»), 40–60 % of the Top 10 most valuable global brands of 2020 are technology companies. The most valuable technology brands (14 technology companies from the Top 20 most valuable technology brands of 2020) are located in the United States. There is a paradox of the relevance of the reporting data of technology companies on intangible assets and the fact that in parallel these companies are leaders of total intangible value. This problem is due to the current rules of accounting and preparation of relevant reports (for example, internally-generated intangibles (information about this is missing in the report), approved accounting policy, etc.). One such example is «Apple», which has no intangibles assets in its report for 2018, 2019, and 2020, although according to the Brand Finance GIFT™ report, in 2020 «Apple» overtook «Amazon», «Microsoft» and became the company with the highest total intangible value ($2151 billion). The range of users of reporting data is quite wide. Therefore, the reporting quality can lead to incorrect argumentation of management decision-making processes, which will subsequently determine the effectiveness of the measures taken to achieve the set objectives. And, finally, the limiting effects of the COVID-19 pandemic have led to an even greater need for high-quality services and products provided and created by technology companies.