‘And he built there an altar and called the place El-Bethel because there God was revealed to him when he fled from the face of his brother.'
Previously Jacob had erected a pillar as a personal witness to his personal covenant with God. He had named its site Bethel. Now he erects an altar as a place of worship for his family tribe. And he calls the site of the altar ‘El-Bethel' which means ‘the God of Bethel'. This was in memory of the fact that he had named the place where the pillar was Beth-el (house of God) when God had revealed Himself to him there. This is a public naming, with full solemnities of sacrifice and worship, in contrast to the previous private naming. Now the name is generally recognised in the tribe and not just personal.