Amid diverse market competition and evolving consumer demands, the construction of tea brand assets has gradually garnered significant attention from enterprises. However, existing literature investigations reveal a scarcity of theoretical research focusing on Chinese tea brand assets from a consumer perspective, this will inevitably lead to a lack of theoretical experience support for tea brands in the practical process, affecting the construction of brand assets. This study aims to clarify the constituent factors of tea brand assets and explore the interrelationships among these factors. Through a comprehensive analysis of existing literature, the constituent factors of tea brand assets were identified. By formulating theoretical hypotheses, a model for tea brand assets was proposed and an assessment scale was developed. Subsequently, a questionnaire survey was conducted based on the scale, followed by a reliability and validity test of the data and model using factor analysis. The results demonstrate that tea brand assets from a consumer perspective consist of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty, with interconnections among these factors that influence brand assets. Notably, there is a significant correlation between Brand Awareness and Brand Association, while Brand Awareness does not significantly affect Perceived Quality. Brand Association positively impacts Perceived Quality and Brand Loyalty. Both Brand Awareness and Perceived Quality significantly influence Brand Loyalty.