<http://schema.org/name>
"\u0410\u043D\u0434\u0440\u0435\u0439 \u0418\u0433\u043E\u0440\u0435\u0432\u0438\u0447"^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.moscow-faq.ru/questions/science/31904/111457>