<http://schema.org/name>
"\u0410\u0440\u043D\u043E\u043B\u044C\u0434 \u041B\u0438\u0431\u0435\u0440\u043C\u0430\u043D"^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.moscow-faq.ru/questions/other/28394/118877>