catchword

Etymology
.

Noun

 * 1)  A word under the right-hand side of the last line on a book page that repeats the first word on the following page.
 * 2)  The last word of a speech, serving as a cue for the next speaker.
 * 3) A word or expression repeated until it becomes representative of a party, school, business, or point of view.

Synonyms

 * guide word, custos
 * watchword

Translations

 * Finnish: siirtymäsana, kustodi
 * German: