a distinctive cry, phrase, or motto of any party, group, manufacturer, or person; catchword or catch phrase.
a war cry or gathering cry, as formerly used among the Scottish clans.

1505–15; < Scots Gaelic sluagh-ghairm, equivalent to sluagh army, host (cf. slew2) + gairm cry Unabridged
Based on the Random House Dictionary, © Random House, Inc. 2014.
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World English Dictionary
slogan (ˈsləʊɡən)
1.  a distinctive or topical phrase used in politics, advertising, etc
2.  (Scot) history a Highland battle cry
[C16: from Gaelic sluagh-ghairm war cry, from sluagh army + gairm cry]

Collins English Dictionary - Complete & Unabridged 10th Edition
2009 © William Collins Sons & Co. Ltd. 1979, 1986 © HarperCollins
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Word Origin & History

1513, "battle cry," from Gaelic sluagh-ghairm "battle cry used by Scottish Highland or Irish clans," from sluagh "army, host, slew" + gairm "a cry." Metaphoric sense of "distinctive word or phrase used by a political or other group" is first attested 1704. Sloganeering is attested from 1941.
Online Etymology Dictionary, © 2010 Douglas Harper
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Example sentences
We can not permit ourselves to be narrowed and dwarfed by slogans and phrases.
Yet the election buzz continued, with parties dusting down campaign slogans and
There is some truth to these allegations, but less than the slogans allege.
Ensconced in manicured barracks with pitched roofs, its leaders have struggled
  to turn slogans into actions.
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