Connotation is the "abrevent" of a word
The connotation for the word snake could include evil and dangerous.
firmn.1. A commercial partnership of two or more persons, especially when unincorporated.2. The name or designation under which a company transacts business.3. Any business, sole proprietorship partnership or a corporation.Source: http://www.answers.com/firm?gwp=11&ver=2.3.0.609&method=3