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"Our aim has to be to turn ourselves into an established Premiership team, not just hope to avoid relegation this season. You look at others who have come up like Charlton, Sunderland, Middlesbrough and they have, by and large, acquitted themselves.
"Then there was Leicester City, who grew and ended up at the top end of the league and in Europe. Obviously, they hit serious trouble and are trying to claw their way back again. But I'd like to think that we can build as a club like they originally did, improve on and off the pitch, and become a recognised, genuine competitor at this level."
Bruce signed a four-and-a-half year contract when joining Blues a year ago and he added jokingly: "People might think I've not stayed in any job this long before so it's time I was off."
"If I've still got that reputation, then so be it. All I would say is that if the board came to me with a long contract I would gladly sign it."
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