Abstract: Credibility crisis research has drawn widespread attention from business and academic fields. Currently, counterfeiting "implicated" events have repeatedly occurred in many regions which have brought serious damage to the tea industry like brand reputation declining and intangibility depreciating that made the regional tea brand suffered severely. Based on previous studies, this paper takes the tea brand in Zhejiang Province as an example. Through the analysis of the current credit crisis, it points out that the major reasons of emerging credibility crisis include moral hazard of managing subject in market. Sub-brand flooding and infringement act on public brand etc. This paper finally puts forward the corresponding countermeasures of strengthening the individual moral consciousness and obeying mechanism, rational planning of the regional tea brands mainly by leading regional enterprises and maintaining the public tea brand by collaboration of stakeholders.

Key words: regional tea brand, credibility crisis, control measures