name= “HIGHLY”SUCCE?SS+”FUL”RATE”

i need a Python code where I need to replace double quotes with {+} except the ones in the ends, that is replace 2nd and 3rd and 4th double quote with {+}

Result required:
“HIGHLY{+}SUCCE?SS+{+}FUL{+}RATE”

Starting and ending quotes should be left as is