Cherries boss Eddie Howe has played down comparisons between Steve Fletcher and Jeff Goulding, insisting the strikers are “very different”.

Goulding was viewed by some as a possible heir to Fletcher’s crown when he was plucked from the non-league ranks by Kevin Bond in August 2008.

The 25-year-old Londoner was drafted in following a successful trial period, his arrival coming after Bond had controversially released Fletcher in May 2007.

But the former Fisher Athletic man is yet to firmly establish himself in the pro ranks, his progress checked by injury and also falling out of favour under Jimmy Quinn.

However, Goulding has been welcomed back into the fray by Howe and Jason Tindall, the management duo working hard to bring out the best in the frontman.

He has started three of Cherries’ past four games since being restricted to one substitute appearance in four months after sustaining ankle ligament damage in August.

Howe told the Daily Echo: “The only comparison between the two of them is in height. Sometimes, people can put a link between them, which doesn’t exist.

“We look for Jeff to play on the shoulder and make runs in behind defenders. He’s very quick for a big lad and his main strengths are his mobility and his finishing.

“Fletch and Jeff played together last season and did very well. Jeff made some good runs off Fletch and they complemented each other.

“Jeff isn’t a target man though whereas Fletch is. As everyone knows, Fletch is fantastic at what he does. He’s a target for us and an out-ball.

“There aren’t many players like Fletch around any more.

“Jeff is his own man and he’s a different player to Fletch. Everyone is different with different qualities. You can’t pigeon hole people. Jeff is a good player in his own right.

“When Jeff is in the team, we need to play to his strengths. It’s the same with Fletch.”