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Definition of catchword : 1. A word or phrase caught up and repeated for effect; as, the catchword of a political party, etc.
2. Among theatrical performers, the last word of the preceding speaker, which reminds one that he is to speak next; cue.
3. The first word of any page of a book after the first, inserted at the right hand bottom corner of the preceding page for the assistance of the reader. It is seldom used in modern printing.

Synonyms:

slogan, guideword, tag, catchphrase, pet word, password, shibboleth, pet phrase, buzzword, guide word, watchword

directive, adage, edict, principle, precept, policy, byword, ordinance, proverb, bidding, axiom, doctrine, saw, dictum, saying, moral, rule, teaching, code, credo, instruction, motto

mantra, cliche, maxim

Usage examples:

• After supper they jumped up to " race through the dishes," as the family catchword ran. - "The Bent Twig", Dorothy Canfield.
• And another device, that of the catchword, which he took over from Scribe and the younger Dumas, and which, even in his hands, remains a mere trick in the early 'League of Youth, ' is so delicately utilized in certain of the later plays- witness, the " vine- leaves in his hair" of 'Hedda Gabler' and the " white horses" in 'Rosmersholm'- that these recurrent phrases are transformed into a prose equivalent of Wagner's leading- motives. - "Inquiries and Opinions", Brander Matthews.
• This is still better, for it has the catchword at the beginning of the paragraph. - "The Teaching of Geometry", David Eugene Smith.