The problem you are working with in Enigma is called Escaping. Since single quotes are limited characters and determine the start of a string in SQL, you cannot use it as-inside the same string.
In addition to this, it looks like you are getting the impression that SQL Server is using double quotes to determine the row, which is not the case.
This syntax will not work:
UPDATE branch SET brac_subj = "'11' , '12' , '13'"
This syntax will work:
UPDATE branch SET brac_subj = '''11'' , ''12'' , ''13'''
, , , , .
, - select:
SELECT "'11' , '12' , '13'"
SELECT '''11'' , ''12'' , ''13'''