But he believes others don't see it that way as the club doesn't have the same history as some of their more illustrious rivals.
Jewell, who takes his side to Crystal Palace tomorrow, said: "We are enjoying the experience but it doesn't mean we are any less determined to get a result.
"I feel the pressure is on us as much as Sunderland or anyone else, only because we have come this far and I don't want us to be seen as little old Wigan.
"I hate that tag, with people saying we have done great just to get this far.
"What I want is to be the manager of a team who are favourites, like we were last year, I don't always want to be an underdog.
"If we are favourites it means we are one of the best teams and that is what we're striving for here.
"I know in my heart of hearts that we have done fantastically as a group of players and as a club to come so far so quickly.
"The players and supporters here, knowing them as I do, will almost see it as a failure if we don't make the play-offs. But as I've said all along, whatever happens this time, the club will be stronger for it next season."
Jewell has been annoyed again this week at another attack by a critic on the standard of the First Division.
He defended its reputation recently, and has gone on the defensive again following comments by former England international Chris Waddle in a national newspaper column.
Jewell said: "Chris wrote something in one of the papers which was shown to me.
"He was saying that Norwich, West Brom, Sunderland or whoever comes up should enjoy the experience because they would be going straight back down.
"It irritated me because people like that are almost demeaning what clubs in the First Division are trying to do.
"We know that whoever goes up, whether it be Norwich, Wigan or Sunderland, will struggle.
"But that doesn't mean we should not be competing.
"It's easy to sit at a desk and write an article like that, it's a lot harder to go out and actually do the job."
Latics go to Palace tomorrow buoyed by the midweek 3-0 win over Cardiff.
Jewell wants them to follow it up with another good result as he chases a consistent run which would carry them into the play-offs.
But he knows Iain Dowie's revived outfit are the form side of the division and doesn't underestimate the task at Selhurst Park.
He said: "Everyone is talking about Palace at the moment and rightly so because they are doing well.
"When we played them in November they were down with the dead men and it was a surprise to see them so out of sorts because the team was packed with good players.
"Iain has got them going, the club are full of positives, and they are the form team in this division.
"But we go there after a good win over Cardiff, and while it is about results rather than performances at this stage, we got both on Tuesday.
"We caused them problems and they didn't cause us any despite having the highest scorer in the league.
"That's gone now, we're not resting on our laurels, and all our focus is on the Palace game.
"Results lately have been a little bit up and down, with us tending to have one good game then one bad game.
"These last four games are going to be very, very tough, but we will be ready for them."
Latics have no fresh injury worries and Jewell is likely to name an unchanged side.
That means another run on the right wing for Andy Liddell who broke the club's league scoring record in the 5-0 win against Palace in November.
Source: Wigan Evening Post.
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