Abstract: 【Objective/Meaning】 In today’s market of Wuyi rock tea, the competition is complicated and even chaotic, so brand evaluation has become an important means to control the price chaos of Wuyi rock tea and promote the healthy competition and standardized development of enterprises. The establishment of scientific and effective evaluation index system of Wuyi tea brand was discussed in this paper, thus to provide help for the management of rock tea market and the building of rock tea brand. 【Methods/Procedures】 By referring to the five dimensions of the five-star concept model of brand equity, the unique market economic situation of Wuyi rock tea industry was analyzed, On this basis, the brand evaluation index system of taking into account the stakeholders, market and the middle level was selected as the research content to construct the evaluation index system of Wuyi tea brand. 【Results/Conclusions】 The evaluation index system of Wuyi tea brand was put forward from the five aspects: tea brand significance, tea brand efficacy, tea brand association, tea brand loyalty and social contribution of tea brand enterprises, and the of index system was also constructed. By reflecting the component factors of the brand value evaluation of Wuyi rock tea, it provided a new perspective for the evaluation of the brand value of Wuyi rock tea and the future development strategy of Wuyi rock tea brand.