Left to right labels disappearing in ArcMap

I try to write this word ‘אזוה"ת’ (Left to right label) with the value from field "nam" in the Label Expression with no success (the label expression dissapear):

u'אזוה"ת ' + [nam]

the wanted result should be: אזוה"ת כפר קאסם

this is my field details:

when I wrote the expression this way:

u'אזוהת ' + [nam] 

it works but not as I need (need to add " Apostrophes sign):

I know I can create another field with the value ‘אזוה"ת’ , but i need the solution with the way I wrote above

I also read Integrate right to left text label expression with fields in ArcGIS 10.3 and didn’t found any answer.