The numbers speak for themselves: in the course of a day, an average person in a developed country faces over 3,000 marketing and advertising messages. Hence, advertisers, marketers, brand managers and communication experts all face the same problem; they all lack the audience willing to pay attention. Permission marketing encourages marketers that it is possible to make people listen, to cut through the clutter and put an end to the dilution of brand equity by creating relevant, personal and anticipated content that people chose to receive. The author Bernhard Zachhuber deals with questions such as; how does this form of marketing influence brand equity? Which components of a brand's equity are particularly affected by the application of permission based marketing efforts? The author provides a sound overview of the definitions of permission marketing and brand equity, confronts the concepts and explains the influence they exert on each other. The author further deduces valuable inside knowledge from market leading companies to back up the theoretical approach taken, further elucidating the correlation of permission marketing and brand equity components in practical application.