In the example you have shown, the prime and double prime signs are shown. They are real prime signs because they are slanted. So that is what you should braille--that is, the first simbraille example that you included in your question.
If, however, what you have shown me is a result of your computer because you retyped the passage and the actual text in front of you shows those symbols as straight up and down, then an apostrophe and a nondirectional quotation were used in the text. The rule says that these "can" be brailled as exactly that--your simbraille example #2. I don't take this to mean that we must, but that we can. That said, UEB tends to follow print very closely, so if I can easily tell that the marks are straight up and down, that is what I do.
Keep in mind that dots 2356 will be read as the contraction for "were" if it's standing alone, so you will need a grade 1 indicator for those situations. The double prime sign can't be mistaken for anything else, so that symbol does not need a grade 1 indicator.
I should also state that if this is being transcribed in Nemeth within UEB, then Nemeth rules and symbols apply.