We examine the effects of viscosity, reptation and tilting (or `bascule') in permanent magnet materials. The fluctuation field theory derived by Néel as a basis for the description of the viscosity and reptation effects is presented in detail. Néel's theory is then used as a basis to quantify the magnitudes of the viscosity and reptation effects measured in samples of a remanence-enhanced NdFeB-type magnet and of AlNiCo. The ratio of the reptation parameter to the viscosity parameter is shown to be about three in the two materials when they are subjected to a field cycled repetitively between and . From measurements performed on the NdFeB magnet, we conclude that, after the first few hundred cycles between the above two limits, all subsequent magnetization change occurs due to reptation. Measurements of positive and negative tilting in the NdFeB material are also presented and discussed.