<http://schema.org/name>
"\u0420\u0438\u043D\u0430\u0437 \u0420\u0430\u0435\u043C\u043E\u0432"^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.moscow-faq.ru/questions/experience/poved/34153/125343>