/^[^'"=]*/
would work on your examples. It matches any number of characters (starting at the start of the string) that are neither quotes nor equals signs.
/^[^'"=\s]*/
additionally avoids matching whitespace which may or may not be what you need.
Edit:
You're asking how to match letters (and possibly dots?) outside of quoted sections anywhere in the text. This is more complicated. A regex that can correctly identify whether it's currently outside of a quoted string (by making sure that the number of quotes, excluding escaped quotes and nested quotes, is even) looks like this as a PHP regex:
'/(?:
(?= # Assert even number of (relevant) single quotes, looking ahead:
(?:
(?:\\\\.|"(?:\\\\.|[^"\\\\])*"|[^\\\\\'"])*
\'
(?:\\\\.|"(?:\\\\.|[^"\'\\\\])*"|[^\\\\\'])*
\'
)*
(?:\\\\.|"(?:\\\\.|[^"\\\\])*"|[^\\\\\'])*
$
)
(?= # Assert even number of (relevant) double quotes, looking ahead:
(?:
(?:\\\\.|\'(?:\\\\.|[^\'\\\\])*\'|[^\\\\\'"])*
"
(?:\\\\.|\'(?:\\\\.|[^\'"\\\\])*\'|[^\\\\"])*
"
)*
(?:\\\\.|\'(?:\\\\.|[^\'\\\\])*\'|[^\\\\"])*
$
)
([A-Za-z.]+) # Match ASCII letters/dots
)+/x'
An explanation can be found here. But probably a regex isn't the right tool for this.