The Australian federal government is reportedly looking to brand the anniversary of the first major military action fought by Australia and New Zealand forces during World War I.
A market research company has been paid $NZ135,754 to conduct focus groups nationwide last year on branding Anzac Day, News Limited reported on Friday.
"It is a political intervention which should be snuffed out immediately, not just because it's a waste of money but because Anzac Day ... (is) profoundly celebrated and commemorated," former Victorian premier Jeff Kennett said.
A Department of Veterans' Affairs spokeswoman told News Limited the concept for "a national brand or motif" came after an Anzac Centenary Advisory Board meeting on October 14.
She said the government was tendering for a design and that ideas would be tested with a focus group.
Victorian RSL boss David McLachlan would not comment until he had seen the plans.
NZN