mantra
n. US //ˈmæntɹə// UK //mˈɑːntɹɐ// mantra
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1 a repeated slogan or belief (n.) B2 Upper Intermediatea phrase or statement that a person or group repeats many times because they believe in it.
a frequently repeated slogan, statement, or guiding principle that encapsulates a particular belief or goal.
ExampleThe company's mantra is 'customer service first' in everything they do.
ExampleThroughout the economic crisis, the government's mantra remained focused on fiscal discipline and the reduction of public debt.
Borrowed from Sanskrit मन्त्र (mantra), from Proto-Indo-Iranian mántras, ultimately from Proto-Indo-European men- (“to think”). Related to mind.