catchword

as in slogan
a word or phrase that is used repeatedly and conveniently to represent or characterize a person, group, idea, or point of view a catchword that appeared in every campaign ad

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“Catchword.” Merriam-Webster.com Thesaurus, Merriam-Webster, https://www.merriam-webster.com/thesaurus/catchword. Accessed 22 Apr. 2024.

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