Slogan
Part of speech: noun
Definition: A battle cry (original meaning). A distinctive phrase of a person or group of people. A phrase associated with a product, used in advertising.
Example sentence: While the House of Blues slogan has been 'In blues we trust,' its stages are usually filled with more reliable moneymakers - Neil Diamond and A Tribe Called Quest among them.
Shibboleth
Part of speech: noun
Definition: A word, especially seen as a test, to distinguish someone as belonging to a particular nation, class, profession etc.A common or longstanding belief, custom, or catchphrase associated with a particular group, especially one with little current meaning or truth.