Q. and A. With Stuart Elliott

Stuart Elliott, the advertising columnist, answers questions from readers each week. Questions can be sent to stuarte@nytimes.com.

Q. I saw an Old Navy commercial for jeans for fall that ends with the Old Navy logo on screen and the words “San Francisco, California” under the logo. Is this something new, or has it been done for a while, and what’s the reason behind it? It reminded me of those Apple ads that say “Designed by Apple in California.”

A. “Gap Inc. is proud of its heritage as an iconic American company that is headquartered in San Francisco,” Edie Kissko, a spokeswoman for Gap Inc., says in an e-mail, “and our brands, from time to time, highlight that legacy in their marketing campaigns.”

My belief, dear reader, is that being associated with San Francisco and Northern California is a badge of honor nowadays, thanks to the image that Silicon Valley has among consumers as a source of innovation. It is a far cry from 1984, when the phrase “San Francisco Democrats” was used as an insult.

Q. Good story on the new ad campaign for the high-priced Tumi brand. I always thought it stood for “Tell u my income.”

A. Thanks, dear reader, for the smile. I wonder if anyone has ever compiled a list of brand epithets that are derived from brand names, among them “Whole Paycheck,” for Whole Foods; “Fix it again Tony,” for Fiat; and “Fix or repair daily” and “Fast only rolling downhill,” for Ford.