Genesis 35:15

‘And Jacob called the place where God spoke to him ‘Beth-el'.'

The previous naming had been in private (Genesis 28:19) and was of the spot where he had had his vision. It was an extremely personal thing and was accompanied by a personal response. Now the naming is more public and covers a wider area where the altar has been set up. We cannot doubt that the whole tribe was involved. Thus the wider site becomes more widely recognised as ‘Beth-el', the house of God. Later the name will be transferred to the neighbouring city of Luz as well.

The confirmation before all of the name he has previously given it establishes the new name. It is seen as sacredly connected to the important ceremony that has just taken place in the sanctifying of the altar. That had been named El-Bethel (God of the house of God) because of the previous naming. Now the vivid theophany has confirmed the whole place as Beth-el, the ‘dwelling place' of God.

Now that he and his tribe are reconsecrated he begins the final part of his journey back to the mother tribe, to Isaac, via Ephrath (later to be Bethlehem) and the Tower of Eder.