I have a table product, which has column name product_name

Product Name columns has values
34 LAND'S
64 LAND'S
121 PORT'S
etc

I need to qualify my where cluse to match exactly product_name, I cannot use like command

How do I do that to put " ' " in my cluse

expamle:
select * from product
where product_name = '64 LAND'S';
above query will return error quoted string not properly terminated.

Thanks in Advance.