The synthesis and properties of a new series of compounds having aromatic amide mesogenic cores are reported. Most of these new compounds are thermotropic mesogens. In consideration of the fact that aromatic amides form crystals of high melting point which is unfavourable for the formation of thermotropic liquid crystals, we make use of lateral substitution to decrease both the packing efficiency and the hydrogen bonding, so that the melting temperature of the aromatic amides is sufficiently depressed. The lateral substituent used in these new compounds is bromine. In order to investigate the influence on properties of the end groups, different alkoxy, alkyl and other groups are used at the two ends of the rod-like molecules. The two ends are either identical or different, with an electron-donating alkoxy as one end and the electron-accepting cyano group as the other. The results indicate that appropriate lateral and terminal substitution is essential for the aromatic amides to form thermotropic liquid crystals. The peculiar mesophase characterized by an X-ray diffraction pattern of a SmC phase, but a texture of a nematic phase is also noted.