A word or expression repeated until it becomes representative of a party, school, business, or point of view.
The last word of a speech, serving as a cue for the next speaker.
A word under the right-hand side of the last line on a book page that repeats the first word on the following page.
A word placed below another, either literally or metaphorically: a subtext; an inadequate or subordinate term or description; a secret word or phrase; a watchword