<http://schema.org/name>
"\u0410\u043D\u0434\u0440\u0435\u0439 \u0411\u044B\u0441\u0442\u0440\u043E\u0432"^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.moscow-faq.ru/questions/other/56525/157071>