Pay-off
Also called: baseline, slogan, tagline, strapline or slogan
A payoff is a short slogan or slogan often used after a company name or brand name is mentioned, or at the end of an advertising message. When a company uses a payoff, it usually serves to reinforce identity and brand awareness, just like a logo, for example.
Well-known pay-offs include "Gives you wings," "Just call Apeldoorn," "Because I'm worth it," and "Washes a mountain, costs a little.
By the way, the term "payoff" is a term used only in continental Europe. In America, one speaks of a "tagline" and in England of a "strapline.