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“When expressing a regular character literal, you simply use single quotes: ‘This is a regular character string literal’. When expressing a Unicode character literal, you need to specify the character N (for National) as a prefix: N’This is a Unicode character string literal’.”
Itzik Ben-Gan, Microsoft SQL Server 2012: T-SQL Fundamentals

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T-SQL Fundamentals (Developer Reference) T-SQL Fundamentals
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