An Australian government plan to brand the Anzac Day celebration has little support in the country.

Among those who have spoken against the branding of the 2015 centenary event to commemorate the first major military action fought by Australian and New Zealand forces during World War I are a former Victorian premier and the president of New Zealand's RSA.

"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," New Zealand Herald quoted former Victoria Premier Jeff Kennett.

RSA National President in New Zealand Don McIver urged the organisers of the 2015 event to avoid hype and to make sure their efforts are not overdone.

The branding was introduced during an Anzac Centenary Board meeting on Oct 14, which led to the government commissioning a market research firm which was paid $103,275 to hold focus groups throughout Australia in 2011.

The Department of Veterans' Affairs, however, said the concept was limited to coming up with a national brand or motif which would be focused on a design.