EDDIE Howe believes Cherries will continue to be saddled with the ‘little Bournemouth’ tag until the club’s infrastructure falls in line with others in the Premier League.

Under Howe’s management, Cherries have more than held their own on the pitch since winning promotion to the top flight for the first time in their history in 2015.

Currently 10th approaching the mid-point in their second season, Cherries have registered memorable victories over established clubs Chelsea, Manchester United, Everton and Liverpool.

They return to the scene of one of their most famous wins when they face leaders Chelsea at Stamford Bridge on Boxing Day, having triumphed 1-0 in west London last December.

While Howe’s players have taken the step up in their stride, the club’s progress has been hampered by having the smallest ground ever to stage Premier League football.

Earlier this month, Cherries revealed plans to seek an alternative venue, something Howe thinks may help change people’s perceptions of the club.

Howe told the Daily Echo: “Internally, we certainly have the mind-set that you go into every game looking to win. There is no other way to prepare for a game. I expect to win and it doesn’t matter who we play.

“Externally, there is nothing you can do about people’s perceptions or about how they see things. There is a balancing act between the two.

“They are special moments when we achieve something memorable like beating a Chelsea, a Manchester United or a Liverpool.

“I think that needs to be savoured but you don’t want it to come across as if it seems like something unbelievable has happened, like an FA Cup giant-killing or something totally beyond the realms of possibility. Somewhere in between the two is where we want to be.

“The challenges for us remain the same. When you look at the ground, the facilities, the academy, the youth set-up, all these things have to fall in line with the Premier League. That’s why people may still view us as little Bournemouth.

“On the pitch and with the players we have and the squad we have assembled, I don’t think we are viewed negatively by anybody.

“It is more the attachments that go with the football club that we need to grow, which everyone is aware of so that is the challenge long term.

“If we could do that then the tag would go. In the meantime, I think we will still have that label against us. There’s nothing we can do about it on the playing side, it’s all about making sure we are competitive as we can be.”

Asked how much confidence the win over second-placed Liverpool would give his players ahead of the visit to Stamford Bridge, Howe replied: “Results like that reaffirm the belief that we can beat anybody.

“I know it’s a bit of a cliché but we proved it last season against Chelsea and Manchester United. It is possible but you need everything to go your way. You need the players to perform at their absolute maximum and perhaps you need the team you are playing to play below their best levels. You also need a bit of luck. If you get all those things together, you have a chance to win.”