The 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 $103,275 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 focus group tested.

Victorian RSL boss David McLachlan would not comment until he had seen the plans.

Typical of our bureaucrats trying to simulate our way of life to that of the Americans, pattern  eyerything regardless of the consequences for once I’m with Jeff Kenneth this should be snuffed out immediately.